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Digital Marketing Strategy for Carat Lane by Disha Shah and Divya Sakariya

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Digital Marketing Strategy for Carat Lane by Disha Shah and Divya Sakariya.

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Digital Marketing Strategy for Carat Lane by Disha Shah and Divya Sakariya

  1. 1. TEAM MEMBERS DIVYA SAKARIYA DISHA SHAH
  2. 2. INDEX 1. ABOUT 2. 360 MARKETING STRATEGY 3. CONTENT TYPES & CAMPAIGNS 4. GOOGLE ADS 5. REMARKETING 6. SEO AUDIT 7. COMPETITIVE ANALYSIS 8. MOODBOARD 9. ASO
  3. 3. ABOUT CARATLANE
  4. 4. • CaratLane.com is one of India’s leading e- commercecompany foundedinOctober2008. • It offersthelargestcollection ofdiamonds& diamond jewelry in the country. • One of the 20 hottest e-commerce sites in India. • It also has multiple stores in various cities including Delhi NCR, Mumbai, Chennai, Indore, Kolkata & many more. MITHUN SACHETI (Founder & CEO)
  5. 5. OFFLINE STORES
  6. 6. 360MARKETING STRATEGY
  7. 7. WEBSITE
  8. 8. MOBILE APP
  9. 9. FACEBOOK
  10. 10. TWITTER
  11. 11. INSTAGRAM
  12. 12. #WomenOfMettle Caratlane celebrated its 7th anniversary by paying an ode to the #WomenOfMettle.
  13. 13. #WomenOfMettle TWITTER ENGAGEMENT The campaign trended right on top on Twitter.
  14. 14. MICRO-SITE The microsite (7years.caratlane.com) featured informative statistics and nuggets pertinent to women in India and a TwineSocialplugin that brought together #WomenOfMettle posts from across Social Media.
  15. 15. #EverydayLove (TVCs) 1,761,268 Views 6,466 Views
  16. 16. #EverydayLove
  17. 17. #EverydayLove
  18. 18. OCCASION BASED POST
  19. 19. OFFER POSTS VIDEO POSTS
  20. 20. COLLABORATION POSTS
  21. 21. #TWITTERTREND
  22. 22. PRINT MEDIA FEATURES • Featured In Leading Newspapers Including The Hindu, Afternoon DC, Economic Times. • Also Featured In Top-selling Magazines – Verve, Femina, Vogue, Elle,etc.
  23. 23. BILLBOARDS
  24. 24. BLOG • Discover The Jewelry That Is Perfect For You. • How To Care For Your Engagement Ring. • Bracelet Trends That Are A Rage This Year. • 5 Ways To Incorporate Ethnic Earrings Into Your Everyday Style. • Red Carpet Ready.
  25. 25. INSTAGRAM STORIES PRODUCT SHOWCASE
  26. 26. ONLINE FEATURES • Yahoo News India • Business Insider • Economic Times • Money Control • YourStory • Indiainfoline.com • Business Standard • Afternoon DC • Indiaretailer.co
  27. 27. AWARDS & RECOGNITION • eRetailer Of The Year Award (2017) • Best E-Commerce Growing Business 2017 Award • Listed as one of the “Top 20 Hottest E-Commerce Sites In India” in a Data Quest/ Sapient Nitro Study.
  28. 28. GOOGLE ADS
  29. 29. FACEBOOK ADS NEWS FEED ADS & RIGHT COLUMN ADS
  30. 30. REMARKETING
  31. 31. EMAIL STRATEGY
  32. 32. SEO AUDIT
  33. 33. SITE PERFORMANCE
  34. 34. ON-PAGE SEO Title Tag & Meta Description Tag
  35. 35. ON-PAGE SEO Header Tags
  36. 36. ON-PAGE SEO Keywords Consistency
  37. 37. ON-PAGE SEO Image ALT Tags Suggested ALT Tags Solitaire Diamond Rings, Gold Pendant, Diamond Studs
  38. 38. ON-PAGE SEO
  39. 39. OFF-PAGE SEO Popularity & Authority
  40. 40. OFF-PAGE SEO Popularity & Authority SOURCE: SEMRUSH
  41. 41. OFF-PAGE SEO SOURCE: MOZ.COM
  42. 42. OFF-PAGE SEO Social Engagement
  43. 43. KEYWORD RANKING Ranks 1st Organically For These Keywords
  44. 44. KEYWORD RANKING Ranks 1st Organically For These Keywords: • Cocktail Rings Online • 24 Carat Gold Ring Price • Engagement Rings Online • Bracelets For Men • Buy Couple Bands Online • Solitaire Pendants Designs • Gold Earrings Designs • Mangalsutra Designs • Jhumka Earrings Gold • Platinum Wedding Rings Price In India SOURCE: MOZ.COM
  45. 45. KEYWORD TARGETING
  46. 46. Ranks on 6th Page Ranks on 10th Page Not found even on the 10th page of Google
  47. 47. Keywords Avg. Monthly Search Competition Wedding Bands For Women 100-1k High Halo Diamond Ring 10-100 High Fashion Jewelry Stores 100-1k Medium How To Clean Diamond At Home 10-100 Low Sterling Silver Earrings Online 100-1k High Buy Anniversary Gifts Online 10-100 High Women’s Fashion Jewelry Online 10-100 High Custom Pendants Online 10-100 High Premium Corporate Gift Ideas 10-100 High KEYWORD SUGGESTION
  48. 48. • Caratlane doesn’t turn up for low search keywords which could be worked on as there can be an intent to buy using these keywords. • This in turn would enhance sales. KEYWORD SUGGESTION Source: ranktrackr.com
  49. 49. COMPETITIVE ANALYSIS
  50. 50. National Competitor International Competitor
  51. 51. FACTORS CARATLANE BLUESTONE BLUE NILE 1.6M followers 728k followers 1.8M followers 49.9k followers 11.1k followers 119k followers 3.9k followers 2.7k followers 18.6k followers 635 (videos) 1,751 subscribers 1,326 subscribers 491 followers 285 followers 97,380 followers WEBSITE RANK GLOBAL: 40,489 INDIA: 2,852 GLOBAL: 55,683 INDIA: 4,387 GLOBAL: 20,313 USA: 5,483 WEBSITE LOADING SPEED 1.533 seconds 2.435 seconds 1.166 seconds BOUNCE RATE 37.70% 40.10% 40.10% DAILY PAGEVIEWS 4.48 4.31 4.26 AT A GLANCE `SOURCE: ALEXA.COM
  52. 52. #BeLikeAlia
  53. 53. #BeLikeAlia
  54. 54. #ChooseYourTwinkle (TVCs) 5,727 Views 16,762 Views
  55. 55. #FindYourTwinkle (Contest)
  56. 56. #ChooseYourTwinkle (Contest)
  57. 57. CONTEST POSTS
  58. 58. WEEKLY HASHTAGS Regular Engagement + Product Update
  59. 59. FESTIVE BASED POSTS
  60. 60. #BlueNileMoms
  61. 61. PRODUCT POSTS BLOG POSTS
  62. 62. CONTESTS & GIVEAWAYS
  63. 63. BRAND MOODBOARD
  64. 64. MUSEO SANS ROUNDED MUSEO SANS ROUNDED MUSEO SANS ROUNDED Abcdefghijklmnopqrst uvwxyz
  65. 65. ASO
  66. 66. KEYWORD RANKING (ANDROID) Ranks 1st for these keywords: buy jewelry, best jewellery app, gemstone jewellery, online indian jewelery
  67. 67. KEYWORD RANKING (IPHONE) Ranks 1st for these keywords: gold jewelry, diamond jewellery
  68. 68. 1 MONTH & 1 YEAR REVIEW (ANDROID)
  69. 69. 1 MONTH & 1 YEAR REVIEW (APPLE)
  70. 70. APP RANK (ANDROID)
  71. 71. APP RANK (APPLE)
  72. 72. APP RANK (APPLE) Just for showing it to KARAN. Not a part of the ppt.
  73. 73. Buyer Persona
  74. 74. •Name : Kaira Kapoor •Age: 26 years •Marital Status: Unmarried •Location: Mumbai •Income: 60,000/- per month (Works as the Head of Strategy at a Reputed company) She is an independent woman & loves shopping online. Has a special love for diamond rings. •Regularly reads fashion & lifestyle blogs. •Active on Facebook & follows jewelry pages on Instagram. •Also follows jewelry magazines to stay updated.
  75. 75. •Name: Aahana Chenoy •Age: 48 years •Marital Status: Married •Location: Delhi •Income: 3L – 8L per month (Owns a renowned Fashion Boutique) Has a daughter in early 20s. Regularly visits & conducts exhibitions. Keeps herself updated with the latest trends. Is a frequent fashion magazine buyer. Frequent Traveler. She prefers buying jewelry in stores. Always yearns to have exclusive jewelry. Active on Facebook & Instagram.
  76. 76. •Name: Pooja Joshi •Age: 29 years •Marital Status: Newly Engaged •Location: Bangalore •Income: 75,000/- per month (Chartered Accountant) •Holds a high position at the company •Has to travel for work •Engaged to a well-educated rich family •Follows blogs related to jewelry & has a keen interest in reading jewelry magazines.
  77. 77. •Name: Arun Nair •Age: 36 years •Marital Status: Married •Location: Chennai •Income: 2.5L per month (Financial Advisor) •Makes all the major decisions in the house. •Frequently shops online for his wife & loves to surprise her with unusual gifts. •His wife has a thing for gold. She especially loves to wear different designs of pendants. Arun makes sure to gift her a piece of jewelry every month.
  78. 78. CONTENT BUCKET
  79. 79. How To Festive Specific Zodiac Specific Collection Specific Informative Educative Testimonial Journey based Creatives Gifs Videos New Arrivals Celebrity Post Polls Stories Weekly Hashtags Creatives Gifs Videos Greetings Offers/Sale Contest What’s Special DIY’s Creatives Infographics Videos Latest Collection Celebrity Trend Fashion Trend Jewelry Trend
  80. 80. Customer Feedback Employee Feedback Creatives Gifs Videos Festive/Occasion Anniversary Offers Campaigns Surveys Behind The Scenes Events Testimonials Journey Celebration Post Launch Post Live Videos Creatives Infographics Videos Services USP’s Collaboration Creatives Video
  81. 81. ORM
  82. 82. 1. PINTEREST
  83. 83. 2. TWITTER
  84. 84. 3. REVIEW - BASED WEBSITES
  85. 85. REVIEW - BASED WEBSITES • TrustPilot • TrustedCompany • UserReviewed
  86. 86. 4. E-MAGAZINES
  87. 87. E-MAGAZINES
  88. 88. 5. JEWELLERY BLOGS
  89. 89. JEWELLERY BLOGS • The Jewelry Loupe • Gem Gossip • Gem Obsessed • Blingstation • Jewelxy
  90. 90. 6. JEWLERY CERTIFICATION WEBSITES
  91. 91. JEWLERY CERTIFICATION WEBSITES
  92. 92. 7. APP REVIEWS
  93. 93. Email mktng
  94. 94. Greeting Email Follow-up EmailDiscount Voucher Countdown Email Regular Updates Regular Updates Engagement Email More Updates Engagement Email If OPENED If NOT OPENED Sale Update
  95. 95. BLOG TOPICS
  96. 96. 7 types of Jewelry to give the perfect touch to your everyday office look • Talk about the monotonous office look. • Tips on how to style the jewelry. • Images of gorgeous earring options.
  97. 97. Affordable rings to gift yourself! (Because you don’t need a man to get you a Diamond! ) #GirlBoss • Embracing independent Women. • Affordable ring options to buy. • Link to the Website.
  98. 98. 5 ways to give the perfect ethnic touch to your western fashion! • Connect to the audience who loves the indo-western style. • Showcase celeb photos. • Some more tips on Fusion wear.
  99. 99. Hack the bridal look of your favorite Bollywood celeb & rock the Shadi Season! • Talk about the Shaadi Season. • Different style ideas to dress up. • Tips to match the perfect jewelry with the outfit.
  100. 100. Know which earrings suits you best based on your face-cut! • Talk about the confusion audience have while selecting the jewelry. • Talk about the different face-cuts. • Inform how to match the jewelry with a particular face-cut. • Supporting the content with images.
  101. 101. INFLUENCERS
  102. 102. AASHNA SHROFF Instagram: 421k Followers YouTube: 88k Subscribers INFLUENCER 1 • Talks about Beauty & Lifestyle. • Loves everything related to Fashion & Styling. • Loves experimenting. Commercials: What We Want Them To Do: An Instagram Post Wearing Our Collection.
  103. 103. MITALI & SUMMIYYA Instagram: 133k Followers Blog: houseofmisu.wordpress.com INFLUENCER 2 • Talks about Fashion/Lifestyle/ Beauty/Food/Travel • Greatest loves- Fashion & Beauty. • Blogs about diamond jewelry more. Commercials: 20k – 30k per post What We Want Them To Do: A Video Post Unveiling The Latest Collection At Our Store.
  104. 104. SHEREEN Instagram: 421k Followers Founder Of “loveandotherbugs” • Fashion & Travel Blogger. • Loves travelling & exploring fashion. • Also loves wearing & talking about Indian clothes & jewellery. INFLUENCER 3 Commercials: What We Want Them To Do: A Video Post & A Blog Post.
  105. 105. INFLUENCER 4 Instagram: 238k Followers YouTube: 894K Subscribers Website: popxo.com • A digital platform only for GIRLS. • Creates engaging content relating to Fashion/Lifestyle/Beauty/ Relationships in the form of articles & videos. What We Want Them To Do: An Engaging Video Showing How To Style Our Jewelleries For Different Occasion.
  106. 106. INFLUENCER 5 Instagram: 62.5k Followers YouTube: 1M Subscribers. Website: glamrs.com India’s largest & most advanced digital video destination for Beauty, Style, Fitness, Nutrition & Food. What We Want Them To Do: An Engaging Video Showing How To Style Our Jewelleries For Different Occasion. Let’s Say For Weddings/Festivals .
  107. 107. SOCIAL MEDIA CAMPAIGNS
  108. 108. 1. #HazaaronMeEk
  109. 109. #HazaaronMeEk
  110. 110. 2. #WondersOfWomen
  111. 111. #WondersOfWomen
  112. 112. 3 #StateYourStyle
  113. 113. #StateYourStyle
  114. 114. #StateYourStyle
  115. 115. MEDIA PLANNING
  116. 116. 80k Per Month 1.20k Per Month
  117. 117. GOOGLE ADS
  118. 118. SEARCH AD 1 OBJECTIVE: Website Traffic LOCATION: India BID & BUDGET
  119. 119. KEYWORD & AD GROUPS
  120. 120. MOBILE DESKTOP AD COPY
  121. 121. SEARCH AD 2 OBJECTIVE: Website Traffic LOCATION: India BID & BUDGET
  122. 122. KEYWORD & AD GROUPS
  123. 123. MOBILE DESKTOP AD COPY
  124. 124. DISPLAY AD 1
  125. 125. BID & BUDGET
  126. 126. TARGETING
  127. 127. TARGETING
  128. 128. AD COPY
  129. 129. DISPLAY AD 2
  130. 130. BID & BUDGET
  131. 131. BID & BUDGET
  132. 132. TARGETING
  133. 133. TARGETING
  134. 134. AD COPY & AD CREATIVES
  135. 135. FACEBOOK ADS
  136. 136. CAMAPIGN 1
  137. 137. Audience Targeting
  138. 138. Reach, Budget, Bid
  139. 139. AD COPY & CREATIVES
  140. 140. CAMAPIGN 2
  141. 141. Audience Targeting
  142. 142. Reach, Budget, Bid
  143. 143. AD COPY & CREATIVES
  144. 144. AD COPY & CREATIVES
  145. 145. CAMAPIGN 3
  146. 146. Audience Targeting
  147. 147. Reach, Budget, Bid
  148. 148. AD COPY & CREATIVES

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